Costa Coffee and market researcher Opinio surveyed gift-giving habits again this year, and also explored the role of DIY presents.

The research revealed that 71% of respondents aim to keep their spending on holiday gifts under 50,000 forints. While sustainability is becoming an increasingly significant factor, price and availability remain the key considerations when purchasing gifts.

Inspiration was at the heart of Costa Coffee's initiatives in 2024: with this year's Costa Art & Craft creative competition, the brand wanted to understand how quality coffee inspires consumers. Costa Coffee believes that a new consumer base is becoming more distinct among coffee enthusiasts: they are the ritual artists whose everyday lives are infused with a desire to create. But does this spirit extend to the holiday season?

Purchased or handmade gifts?

The recent survey, commissioned by the brand, asked respondents whether they prefer handmade or store-bought presents: for nearly half of the participants, it makes no difference whether they receive or give a DIY or a purchased gift, as they are delighted either way and are also keen to put the effort into buying or making the present.  Less than a third of respondents leaned toward purchased gifts.

What aspects drive gift choices?

Handmade gifts are not only valued for the creativity they embody but are also preferred by many due to environmental reasons. Although 71% of respondents acknowledged the importance of sustainability in their decisions, they did not rank it as their top priority. Price and availability ultimately take precedence over environmental considerations.

Half of the participants seek practical gifts, while one in ten prioritizes creativity and uniqueness. Nearly 10% consider ease of purchase to be the most important factor, with another similar proportion prioritizing affordability.

Overall, more than 70% of respondents plan to spend 50,000 forints or less on gifts. Within this group, 13% purchase between 5,000–10,000 forints, while 36% budget between 10,000–30,000 forints for surprises. 12% plan to spend HUF 50-100 thousand on this purpose, and only 4% plan to exceed the amount of 100,000 forints.

Coffee rituals during the holidays

Coffee is an important source of inspiration for Hungarians, a previous Costa Coffee survey revealed. During the Christmas preparations, coffee breaks are less about inspiration and more about recharging amid the hustle of baking and cooking. The brand also explored whether coffee-drinking habits shift during the festive period.

The results show that two-thirds of Hungarians stick to their usual coffee consumption routines, while one in five respondents mentioned that they try coffee specialities at this time of the year, taking advantage of the extra time to relax and enjoy new tastes.

Costa Coffee encourages everyone to unwind during the holidays, take a break from the daily grind, and enjoy quality time with loved ones over a great cup of coffee.

The survey was commissioned by Coca-Cola HBC Hungary and conducted by Opinio in November 2024, interviewing 1001 participants.

About Coca-Cola HBC Hungary

Coca-Cola HBC Hungary is a member of the Coca-Cola HBC AG Group, which serves 715 million consumers across 29 countries. The Dunaharaszti-based company operates two facilities in Hungary that employ 1,000 people. Its overall production line provides jobs for nearly 13,000 people.

Coca-Cola Hungary has so far invested more than HUF 135 billion in the country. The company is one of the most important players of the food and beverage sector, it ships its products to 15 countries. Nearly two-thirds of the materials used in production come from domestic suppliers.